Marketing—Turning Awards into Sales

Wednesday, August 25, 2010 by Lisa Proctor
One of my favorite clients is having a banner year. With two recent and prestigious industry awards under their belt, this fruit and vegetable distributor can hardly contain themselves.We've been working together for nearly two years to create a brand that reflects their long-standing leadership position. And it's working. They are breaking new ground, strengthening existing relationships and creating new ones. 

While awards are great for affirming a job well done, can they translate into increased sales? Absolutely. Consumers and customers ask themselves three questions before opening their wallets:

1) What's in it for me?
2) How is your product or service unique in the market?
3) Why should I believe you?

Awards are excellent credibility builders. They're impressive. They inspire confidence. And they speak to excellence, leadership and innovation. As an organic industry expert, green marketing leader and green advertising agency owner who specializes in working with LOHAS consumers, my team at firefly180 knows how to leverage awards in order to generate tangible results.

After all we wouldn't be doing our jobs if we weren't moving the dial to create financial and environmental change.



Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.






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Messaging Platform—A Vital Foundation to Launch Your Brand

Tuesday, July 20, 2010 by Lisa Proctor
At firefly180, we specialize in building progressive brands. This brand work can be found at the core of our green ad campaigns, health and wellness campaigns, LOHAS consumer campaigns, yoga marketing and social change messaging in the music industry.

At the center of each brand is a clear and cohesive messaging platform. It serves as a rock-solid foundation from which to jump or dive into the marketplace.

A messaging platform will appear extraordinarily simple, yet it's a simplicity that emerges from a swirl of complexity.

It encompasses the essence of who you are, who you serve, and how you do it. It includes concepts and ideas that most closely represent your organization and its core values. It should resonate on an intellectual and emotional level so your platform can be developed into key words or phrases that become part of your conversation every time you describe what you sell or do.

Your messaging platform shouldn't change from month to month or year to year. So invest the time. The money. And the expertise to get it right. You wouldn't set sail in a boat, blindfolded, with no map, compass, fuel or means to communicate—so why would you launch your brand without being anything but fully prepared.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.




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Marketing Food as Medicine

Monday, June 28, 2010 by Lisa Proctor
Who needs a cabinet full of pharmaceuticals when nature offers its own medicine chest? 

As the owner of a Minnesota advertising and marketing agency and organic industry leader who specializes in green marketing, organic branding, social change communication and the LOHAS consumer, I have long worked with clients to educate customers about how food can heal.

One of our clients, H. Brooks and Company, is an absolute leader when it comes to offering tools that empower and educate grocery stores, restaurants and shoppers about the health benefits of fruit and veggies. Every marketing touch point is an opportunity to create messaging that not only differentiates your brand, but drives sales.

This recent newsletter illustrates how you can combine classic B-B sales strategy with a holistic message. And who doesn't love the fact that a delicious slice of watermelon can promote heart health and help prevent cancer?

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 




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Movie Offers Food for Thought on Organic & Sustainability Market

Wednesday, November 25, 2009 by Lisa Proctor
If you haven't seen Food Inc., move it to the number one position in your Netflix queue or rent it now.

This amazing and engaging documentary lifts the industry's veil of illusion and shines a light on the truth about how food is grown, processed and sold in this country. As a lifelong advocate for organic and locally grown food, I loved this film. And I applaud its makers for being catalysts for change.

As a leader in the areas of organic branding, social change communication and the LOHAS consumer, it's exciting to see this message play out on the big screen. While much has been made of the H1N1 virus "pandemic," it's food related conditions like diabetes, heart disease, and obesity that are killing our family, friends, co-workers and neighbors in record numbers.

Science has long ago established that we are what we eat. The good news is we can vote for change every time we check out at the grocery store. The more we demand locally and sustainably grown fresh fruit, vegetables, whole grains and meats, the more products will become available. And with scale, the price will drop. Making healthy eating available to all. 

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.


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Green Hotels Bring in More Green

Wednesday, November 18, 2009 by Lisa Proctor
According to Environmental Leader, Marriott says it plans to learn from its “green” hotel prototypes and expand the program by a measure of tenfold over the next five years."

That's great news for travelers and great news for the planet. When a business as large as Marriott increases their green hotel initiative by 1000%, the impact is dramatic. Why is Marriott suddenly onboard? Because green programs result in energy efficiencies that save money. Plus, the marketing and public relations that will result are an added bonus.

As the head of a green advertising agency that specializes in the LOHAS consumer, social change communication, green energy marketing and the organic industry, I do my best to stay in green hotels while on the road. Typically, hotels like these are smaller, more personal and have stories to tell beyond a 7 a.m breakfast buffet. In fact, one hotel I've stayed in near Napa, California, actually featured an energy meter in the lobby that showed guests how much energy was currently being used and measured the resulting carbon emissions. 

While Marriott may not choose to go this far, that's OK. What may seem like a small step by many, is actually a giant step for this chain. I look forward to following their success.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.


 
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Marketing News Flash: No More Average Joe

Monday, November 16, 2009 by Lisa Proctor
The concept of an 'average American' is gone, probably forever," according to 2010 America, a new Ad Age white paper revealing the changing face of consumers.

"The message to marketers is clear: No single demographic, or even handful of demographics, neatly defines the nation. There is no such thing as the American consumer."  To see the full story, click here: adage.com/article

As a leader in green marketing, the organic industry, green energy marketing, social change communication and organic branding, I welcome this thoughtful work. For those of us who work in the progressive creative space, traditional demographic profiles have held little value. That's why psychographic profiles, like the LOHAS (Lifestyles of Health and Sustainability) profiles are so vital to our work. They take into account actual behavior in addition to nuts and bolts data like gender and income levels.

After all, in order to move a consumer group to action, it's imperative to understand not just how your audience thinks, but how they feel. What inspires them. What they aspire to. And what values they embrace.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
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Social Media is Transforming Marketing

Monday, November 9, 2009 by Lisa Proctor
If you think social media is a fad—think again. 

Then check out this YouTube video:
 http://www.youtube.com/watch?v=fVXKI506w-E.

Not only are the graphics and stats interesting and fun—if you've been trying to convince your company or your client to jump on board, this four-minute video might just do the trick.

Thankfully, my clients are way ahead of the game. They understand the power of a message that's communicated instantly.  And they have come to know that sometimes email is just much too slow. As the head of an advertising and marketing agency that specializes in organic branding, the organic industry, social change communications and the LOHAS consumer, I work with many progressive companies who work hard to maintain their sense of immediacy.  

And while many of us aspire to live our lives in the present moment, by the time you've finished reading this sentence, that moment has passed.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.



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Juicing Your Brand

Wednesday, November 4, 2009 by Lisa Proctor
If you haven't tried Sambazon's acai (pronounced ah-sigh-ee), you don't know what you're missing. 

This company has virtually single-handedly created a global market for what was once a beverage known mainly to South Americans.

My family has long been Sambazon fans, but when I recently learned the product was being sold in Costco, I knew they had become mass market mavens. Pretty impressive for a product that is relatively new in this country and that most people still mispronounce.

What's their secret? Like I advise all my clients in the organic industry or those who are launching breakthrough progressive products or services—the key to building your brand is through education (Why acai matters) and through story (How acai has been vital to native cultures for thousands of years, etc.)

Good marketing's got juice. I tip my glass to Sambazon.



Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.




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Wearing Your Environmental Commitment

Friday, October 23, 2009 by Lisa Proctor
I just bought a new laptop bag and it's safe to say that I am in love.

Not only is it totally cool and extraordinarily functional—it's green. New from Urban Junket, the fresh t.o.t.e (to observe the earth) collection is made from 100% organic canvas coated with azo-free dyes. The interior lining is made from recycled plastic water bottles and saturated with bright turquoise vegetable dye. Plus $1 from each sale is used to offset the climate-change-causing carbon from the manufacturing process.

As the head of a Minneapolis marketing agency that specializes in green marketing, yoga advertising, the organic industry, renewable energy marketing and social change communication, I know firsthand how important it is to walk your talk. Now I've got a laptop bag that lets me wear my environmental commitment.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.






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MarTEAnis, Jennifer Aniston and Marketing Organic

Thursday, October 8, 2009 by Lisa Proctor
It's a beautiful thing when green marketing, organic branding and social change communication become supercharged through media.

One of my favorite organic tea brands, Zhena's Gypsy Tea, got a great media hit recently when Jennifer Aniston prepared cocktails at a party using the Zhena's Super Berry Blend. Zhena, the founder of this brand, is an incredible visionary, authentic spirit, green goddess and master tea blender. I couldn't be happier for her. 

Mass media has incredible power to educate, enlighten and inspire the mainstream. The organic industry, green companies and progressive businesses have amazing stories to tell.  Put them together and you have a force for change. It's a win for green business. And a win for consumers who are exposed to new ways to live healthier and more sustainably. 

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.


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Tsunami of Response to Phantom Ad

Friday, September 11, 2009 by Lisa Proctor
This one is tricky.

Powerful, yet controversial environmental print and TV spots for WWF comparing the 9/11 terrorist attacks with the 2004 tsunami, were recently entered at Cannes. They've caused quite a stir. Although not the kind the agency DDB had hoped for. 

Turns out this agency created what is known in the industry as a fake or phantom ad. A campaign created and placed often at the expense of an agency for the sole purpose of winning a prestigious award. What's more, WWF claims the first they knew about this spot was when they found it on youtube. http://www.youtube.com/watch?v=tFHeQsOULng

As the head of a green advertising agency that specializes in green marketing, LOHAS marketing, organic promotion, natural advertising and environmental communication, I am all for compelling creative that moves millions to take action to protect the planet. But unfortunately, this incident uses the brand power of WWF for a cheap shot at a big award. Too bad.

The world needs exceptional advertising and green marketing strategy to wake us up. Shake us up. And to bring about much needed action and change. But to create work that is all about the creative shop, at the expense and credibility of a client, is simply inexcusable.



Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.


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Environmental Public Relations Wins Big with Cash for Clunkers

Thursday, September 3, 2009 by Lisa Proctor
Government is often criticized for being too big. Too slow. And too late.

Not the case for the wildly popular Cash for Clunkers campaign. In fact, according to one of my favorite eco news sources, Environmental Leader, this program which is one part green public relations,  two parts sustainable marketing strategy and seven parts economy-boosting eco business brilliance—has resulted in a 58% increase in fuel efficiency.

As a leader in LOHAS marketing, organic branding, green energy and sustainable marketing arena, I love the fact that 700,000 gas guzzlers were traded in for more fuel efficient models. I also love the fact that this quick cash infusion has meant that many auto industry jobs from salespeople to line workers were saved. At least for now. 

The beauty of good green business strategy is that it is based on a model of inherent sustainability. That means both profit for a business and low impact on the planet. U.S. car makers, buckling under pressure from shareholders, have for too long focused on short term gains. This was not only arrogant. It was bad business all around.

Now that U.S. car makers have been forced to reap what they have sown, I only hope that they have seen the light. And that they launch a course correction that is not about big and bigger. But green and greener.  


Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

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Marketing—Shift Your Thinking and Save

Tuesday, August 18, 2009 by Lisa Proctor
Recently the U.S. Food Service switched to rubber bands instead of shrink wrap and saved $8,000.

Of course from an eco standpoint since they were using far less natural resources, they actually saved a whole lot more. This is just one more example of how a little shift in thinking can generate huge financial and environmental rewards.

As a leader in environmental advertising, LOHAS marketing and eco business, I've worked with a lot of organic brands within the organic industry. Because this category is relatively new, in the early years there were no rule books to read. Or case studies to follow. But far from being a hindrance, this lack of direction led to amazing innovation that fueled the growth of the organic industry by double digits for years on end.

So look at the way you run your current marketing program. Pretend that you are starting from scratch. Imagine that words like "can't," "won't work," "too expensive" and "impossible," do not exist in your vocabulary. Re-imagine. Play. And focus on your desired outcome, not the obstacles you perceive. Then get ready to shift your thinking and save.

Lisa Proctor is the president and creative director for firefly180 marketing—
a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

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Advertising Trick or Premium Product?

Tuesday, August 18, 2009 by Lisa Proctor
As consumers, we're really pretty simple. We want a product that tastes good. And as a bonus, one that's good for us.

But when it comes to bottled water, a product that's marketed as having premium taste with additional health benefits, the truth may be downright slimy. Some call bottled water the biggest advertising trick of all time. Others question why we're shipping water around the world in an era of climate change. But the simple truth is that the water itself may not be as much of a concern as the plastic bottle itself. Why? Plastic is not only made from petroleum and causes massive waste issues—it can leak a plethora of toxins including arsenic and the hormone disrupter Bisphenol A.

As a leader in environmental advertising, LOHAS marketing, eco business and organic branding, I've spent much of my career working in the organic industry with organic companies.  Recently I worked in partnership on best-selling artist Jack Johnson's All At Once world tour and online community. A key piece of the messaging we created focused on the waste issues of single use bottles. (Check out www.allatonce.org.) I'd also recommend a great new documentary on bottled water called, Tapped. Find out more at http://current.com/items/90641196_bottled-water-sucks.htm.

In the meantime, do the right thing for yourself and the planet. Buy a stainless steel reusable water bottle and start refilling. You'll save money and a whole lot more.

Lisa Proctor is the president and creative director for firefly180 marketing—
a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

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How to Avoid Greenwashing

Friday, August 14, 2009 by Lisa Proctor
Business for Social Responsibility (BSR) has just released a co-authored new report, “Understanding and Preventing Greenwash: A Business Guide,” to help companies better communicate their environmental message based on a company’s true sustainability practices.


As a leader in LOHAS marketing, green marketing strategy and eco advertising, I have a deep understanding of the LOHAS consumer and have worked on many organic campaigns. While the advertising industry has long ago established that "sex sells," I maintain that "truth sells."  

So, to companies who are thinking about engaging in a little greenwashing, I'd recommend that you don't. Once trust is broken with your customer, audience or market, earning it back is not only an extraordinarily expensive proposition—it can be downright impossible. Why risk your business on a lie?
Lisa Proctor is the president and creative director for firefly180 marketing—
a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing

 

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Oh Baby! Green Marketing has Arrived

Monday, August 10, 2009 by Lisa Proctor
As a leader in LOHAS marketing, yoga advertising and green marketing I've spent much of my career working with the organic industry and progressive businesses to develop green ad campaigns and advertising strategies.

For years we've known that EPA standards for pesticides, mercury and other dangerous toxins have been based on adult-sized bodies. Unfortunately, it's children who eat lots of pesticide-laden fruit and chew on bisphyenol A laced plastic who are absorbing a deadly toxic body burden—at levels exponentially higher than adults. 

The good news is there are lots of green and organic alternatives for children today. In fact, one website, newbornmom.com (where I just purchased several baby gifts for my niece) is an excellent one-stop shop. But of course, newbornmom is just the beginning. A quick Google search will offer all kinds of great resources. And a trip to your local co-op, green goods store—or sometimes a mainstream retailer—will also offer a treasure-trove of cool, meaningful, safe and healthy options for the children in your life. 

Lisa Proctor is the president and creative director for firefly180 marketing—
a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 
 
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How Well do you Score in Wellness Marketing?

Wednesday, July 15, 2009 by Lisa Proctor
There's a lot of talk in the industry about wellness marketing. For us, at firefly180 marketing, wellness marketing transcends the medical industry. Pharmaceuticals. And the typical cadre of doctors, nurses and specialists. 

Yes, more traditional wellness care has its place, but to us, wellness marketing and wellness promotion is more holistic in its approach. It speaks to the needs, philosophy and desires of each individual. Because we specialize in working with wellness companies in the categories of green communications and natural advertising, we are perhaps more in tune to the fact that for many, wellness strategy may include meditation, acupuncture, Bach flower remedies, kinesiology, reiki, chigong or massage. 

But perhaps just as importantly, we feel that a good wellness marketing company should first and foremost practice wellness as part of its corporate philosophy.

Does your wellness marketing firm:

1. Have an office with access to lots of sunlight?
2. Promote exercise such as yoga?
3. Feature fresh flowers at the front desk?
4. Avoid synthetically manufactured fragrances and products?
5. Offer staff members healthy beverages such as organic herbal teas?

While these practices may seem outside the scope of wellness marketing, they are actually a measure of your firm's passion for an integrated wellness approach. So the next time you hire a wellness marketing firm, observe where they fit on the total wellness equation. Their score may not only be revealing, it may help you measure their ability to communicate your wellness message.
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Marketing and the Snuggie Factor

Sunday, July 12, 2009 by Lisa Proctor
We've all seen the commercials, youtube videos and national media about the quirky blanket with sleeves that's raked in nearly $100 million during an economic period that's seen the near collapse of the mortgage industry, the demise of GM and 15 million jobs lost.

It just goes to show—you just never know. In fact, the next Snuggie success story could be yours. In times of economic challenge, marketing budgets are generally the first to be cut. Our economy operates very much as a flock of geese, with most businesses following the lead of the guy (or girl) in front.

As the head of an agency that specializes in creating advertising strategies and green marketing campaigns for eco business, wellness companies, the organic industry and progressive businesses, I encourage our clients to resist the temptation to follow. And to lead instead.

That's what Snuggie did. Despite the fact that the concept for their product wasn't new. And despite the fact that there were competitors in their field, they led. There are 100 million reasons for you to do the same.
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Flow

Monday, June 22, 2009 by Lisa Proctor
Good creative is all about flow. It's not about forcing. Faking. Or over-thinking. It's about letting go. Using your head as much as your heart. Listening. And being heard. It's about climbing under the skin of your audience. Speaking their language. Being of service. And guiding them toward making choices that bring them joy.

At firefly180, when we launch into the creative process it is very much like jumping into a river and letting it take us where it will. When like us, you specialize in eco friendly marketing, environmental public relations, green marketing and work with wellness companies as well as the organic industry, there is new territory to be explored around every bend. New species to discover under every rock and reed. Sometimes the river takes us into a quiet pool where we take time to absorb the surroundings and reflect—but the pull of the river inevitably takes us ever further. And deeper.

Great messaging does not come from those who cling to the shores of the tried-and-true. But rather from being willing to explore beyond established boundaries to create a whole new set of maps that others will follow.

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Speaking LOHASIAN

Monday, June 22, 2009 by Lisa Proctor
I've just arrived back to the office after spending a few days last week at the LOHAS (Lifestyles of Health and Sustainability) forum conference in Boulder, CO.

This conference is one of the few where wellness companies, non-profits, Fortune 100 companies, green marketing companies, environmental public relations firms, the organic industry and other progressive organizations gather to meet, learn about new market trends, share with others and recharge.

When I dove head-first into eco friendly marketing nearly 20 years ago, it felt like I was creating and speaking another language. My friends and colleagues all urged me to give it up. They were convinced I couldn't earn a living, that I was too narrowly defining myself and that even though Forbes magazine had boldly declared the '90s, "The decade of the environment," many were convinced the movement was a blip on the radar that would soon pass.

Sometimes I thought they might be right. But as difficult as it was to blaze new trails in those early days, I simply couldn't give up. There was too much to be gained by unleashing the power of consumer choice to create change in the world. Marketing, I believed, was the key. 

Last week, I joined 550 business and NGO visionaries from as far away as South Africa, Columbia and Japan. The language I helped to create nearly two decades ago is now widely known as LOHAS. It has become so widely spoken and has become such a powerful mainstream market that Newsweek coined the term, "LOHASIAN" when referring to the category. There are thousands of languages spoken on our planet. But when it comes to business, I believe that LOHAS has the most potential to speak to positive change—and a positive bottom line.
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